Even if you’re not a basketball fan, you’ll probably still recognize the name Michael Jordan. Not only is the NBA superstar known as the greatest basketball player of all time, but he is also recognized as one of the most marketed sports figures in history. If you haven’t seen him execute one of his legendary slam dunks, then you’ve seen him in an ad for Nike or Coca-Cola, or perhaps in Space Jam. He also featured in several NBA Sports video games and was the cover star for NBA 2K11. Jordan is also listed as the third-richest African-American behind Robert F. Smith and Oprah Winfrey.
On Thursday, aXiomatic, an esports powerhouse investment group and parent company of Team Liquid, announced that they’d secured a $26 million investment from Michael Jordan and Deceleration Capital. Co-Executive Chairman of aXiomatic and Founder, Ted Leonsis, announced the news.
The next generation of sports fans are esports fans. Esports is the fastest-growing sector in sports and entertainment, and aXiomatic is at the forefront of that growth. We are thrilled to welcome Michael and Declaration Capital to aXiomatic and look forward to working together on some truly cutting-edge opportunities.
aXiomatic also announced that the investment would go towards the continued growth and support of Team Liquid. The organisation is considered to be the world leader in esports and boasts champions in over 14 of gaming’s biggest titles. This includes Dota 2, League of Legends, Counter-Strike: Global Offensive, Fortnite, and PlayerUnknown’s Battlegrounds, to name but a few. Team Liquid also has several ventures in esports entertainment and management services including a video production company, filming, and Liquid Media.
aXiomatic didn’t publish Jordan’s portion of the $26 million investment, but we can assume that it will be a sizeable chunk of the amount. Given his role in the 2K Sports franchise, Jordan isn’t a newcomer to video games.
I’m excited to expand my sports equity portfolio through my investment in aXiomatic. Esports is a fast-growing, international industry and I’m glad to partner with this great group of investors.
You can read the official announcement here.